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Damon Carson: Targeting a market others might overlook

"Starving artist" is a reality often associated with creative types. That doesn't have to be, though, if you apply a little creativity of the business sort.

For the sake of space, let's suppose you are a wannabe cartoonist. You certainly have a fun talent, but unfortunately, it is far from unique.

It is probably understood that your ultimate dream would be to become a nationally syndicated cartoonist the likes of Charles Schulz ("Peanuts"), Jim Davis ("Garfield") and Gary Larson ("The Far Side"). What are the chances of gaining syndication in newspapers across the country? The following statistic comes right from the King Features Web site: "King Features is one of the world's largest syndicates. Each year, it gets more than 5,000 submissions, of which three are chosen for syndication."

Is it possible? Absolutely! According to King Features, it picked three cartoons last year. Is it probable? Unfortunately not. King Features rejected 4,997 cartoonists last year alone.

With those sobering statistics, you can stubbornly persist against those long odds, or you could dream up another way to use your skill. How in the world could you make a living with cartooning skills other than in a newspaper or magazine? Moreover, could you even hope to start a business with cartooning at its core?

Well, first you need to start thinking like an entrepreneur. Who would be willing to pay you for a cartoon? The answer to that question would most likely be businesses.

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The next logical question would be, how could a run-of-the-mill business use a cartoon? In most cases, creative stuff like a cartoon would filter into the marketing department. The next query would be, in what ways do advertisers get their message out? The responses would include signage, media outlets, direct mail, billboards, phone book, a website, etc.

Could a cartoon be used in any of these? Absolutely. The two about to be highlighted are probably not two you guessed, though. And therein lies a key to any entrepreneurial success: Think differently and go after markets that most don't.

Let's look first at signage. Did you think of that one? When we think of signage, we most often think of illuminated signs out in front of a business with a company name. However, what do 95 percent of all retail locations have? Windows. Ever though about approaching a business about drawing a cartoon on its windows? It would not be a stretch at all for a business to be willing to pay several hundred dollars for a whimsical, cartoonish design on its glass. If an artist refines his or her technique and puts on a sales hat, this can be quite a lucrative occupation.

How about direct mail as an offbeat gig for a cartoonist? If this sounds funny, know that some of the most successful direct-response campaigns ever -- by the likes of AT&T, GlaxoSmith-

Kline, the NBA and Time magazine -- have included cartoons. After all, readership surveys consistently show that cartoons are the best-read and best-remembered part of anything they're in editorially.

Approach a business about making a cartoon to be included in a direct-mail campaign. These cartoon mailers become highly effective when they use mail-merge technologies that allow each illustration to be personalized, with the recipient's name appearing in the humorous comic.

While most of you reading this article probably can't draw a lick, I hope these possible business ideas generated some ideas on thought progression to help turn your hobby or skill into a business opportunity. It should be noted, though, that the economic success of either of these cartooning ideas will have a lot more to do with an illustrator's ability as an entrepreneur rather than as an artist.

As the King Features Web site reveals, there is no lack of cartoonists wanting to be in newspapers across America. There is probably, though, a lack of entrepreneurial cartoonists plying their trade in nontraditional ways.

Damon Carson is a Longmont business owner. Email him at damon@repurposedmaterials

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